Five HTML E-mail Design Tips, Part 2

4. Design for the preview pane. Remember that most of your recipients will first read your message in the preview pane, or the window in an e-mail program that lets the user preview an e-mail message without actually clicking or opening the message, so design accordingly.

Branding, important messaging and calls-to-action should be visible above the fold, or within the top 300 pixels, so recipients don’t have to scroll to see the offer.